黑龙江省稻米企业网络营销绩效评价——以五常市11家稻米企业为例

Evaluation of Network Marketing Performance of Rice Enterprises in Heilongjiang Province——A case of 11 rice enterprises in Wuchang City

利用DEA模型和Malmquist指数模型,对五常市11家稻米企业2014~2016年天猫平台营销绩效作静态和动态分析。结果显示,就2014~2016年企业整体动态绩效而言,11家企业技术水平呈上升趋势,全要素生产率也呈上升趋势,说明五常市稻米网络营销发展良好。从11家企业静态分析可知,截至2016年,5家稻米企业网络营销技术效率和规模效率均为1,规模效益不变;4家企业规模效率低,导致综合技术效率低,需通过优化资源配置提高企业网络营销绩效;2家企业规模效率与技术效率不高,需把握当地政府与天猫平台签署合作协议的机会,大力发展企业网络营销。从整体看,五常市稻米企业应强化创新,提高网络营销绩效。

Through using DEA model and Malmquist index model, the performance of 11 rice enterprises in Wuchang in 2014-2016 on the market of Tmall topped was analyzed. The results showed that in 2014-2016, 11 enterprises overall dynamic performance, 11 enterprises of the level of technology was upward trend, making its total factor productivity was also an upward trend, indicating that Wuchang rice network marketing development was more ideal. From the static analysis of 11 enterprises, it could be seen that the technical efficiency and scale efficiency of network marketing of five rice enterprises were one in 2016, which reached the scale benefit unchanged; there were four enterprises with low scale efficiency, resulted in low comprehensive technology efficiency, so four enterprises needed to optimize the allocation of resources to improve the performance of network marketing; the scale efficiency and technology efficiency of two enterprises were not high, so the two enterprises needed to seize the opportunity of the cooperation agreement between the local government and the Tmall topped, and vigorously develop the network marketing of the enterprise. As a whole, Wuchang rice enterprises should strengthen innovation to improve the network marketing performance of rice enterprises in Wuchang City.